Opinions are Like (BLANK)?

Fill in your own blank. I'll go with "data" as in "opinions are like data."

You see, opinions are like data because everyone has some. Demographic statistics, sales forecasts, budget variances and more. In fact, many businesses are drowning in data.

Too much data means too many opinions. Paralysis by analysis, as the saying goes.

Even worse, small businesses owners are always subject to other's opinions. It seems that everyone who walks into your store thinks they know the best way to run your business.

So whose opinions matter? What data are important?

It can't all be important. Especially with respect to marketing. Try and please all opinions and your marketing will fail. Miserably.

Remember, successful marketing focuses on a narrow but deep market. So pay attention to the opinions and the data about your niche. This is where you'll find actionable information.

Still struggling to find out what data and what opinions are most useful? Do an 80/20 analysis: undertand the 20% of your market that gives you 80% of your revenue. Find data and opinions that represent the 20% and act on that.

Data and opinions alone cannot move your business to the next level. Instead, move your business to the next level with actionable data and opinions that directly reflect your narrow target market.